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Monki

A fairly kooky brand, Monki plays it similarly cool when it comes to emails subscribers.

With a basic black and while sign up form, and a similarly bland welcome email, the brand has clearly opted for a minimalistic style.

Either way, I guess it’s hard to argue with 10% off.

River Island

Unlike Monki, River Island has a high street presence that’s hard to ignore. Much like its website, it is full of beautiful people wearing beautifully bright and catwalk-inspired clothes.

Its emails on the other hand are a little confused.

With a text-only ‘hello’ – and merely a vague promise of ‘exclusive promotions’ and ‘early previews’ – the initial ‘welcome’ email seems strangely at odds with a brand that has an otherwise vibrant presence on social media.

As it turns out, this is only the sign-up confirmation.

But it’s still a little hard to get excited about the real one when it arrives days later.

Zara

Usually a fail-safe shopping experience, you’d expect more from Zara.

Yet, not only is this email another boring example of a text-only template, but it also sends out a link requiring confirmation of the subscription beforehand.

Not that there’s anything majorly wrong with brands taking this step – but considering the extra effort required, the uninspired welcome barely seems a fair reward.

In conclusion…

From this small selection, we can evidently see how some brands are failing to make use of welcome emails.

Monki and Zara demonstrate just how uninspiring a poorly designed email can be.

On the other hand, the likes of Joy and ASOS show that it’s not rocket science either.

Ultimately, brands need to realise that getting someone to sign up is not the end of the story. It’s only just the beginning.

A consistent tone of voice, slick design, and curated content are all ways of keeping the customer interested long term.